VOLCOM STONE BRAND STORY PLEASURES MILANO

VOLCOM STONE AND THE BIRTH OF THE LEGENDARY BRAND

Volcom Stone is a brand unlike any other. From the very beginning, it has created an exclusive circle of extraordinarily talented skaters, surfers, and snowboarders. The brand was created and founded in California in 1991 by Richard “Wooly” Woolcott and Tucker “T-dawg” Hall.

These two long-time friends were both passionate about action sports and one day they set off together on a snowboarding trip. On that trip, the two friends designed and created one of the most beautiful logos streetwear has ever seen. The trip included the two founders of the Volcom brand, Nathan Fletcher and Mark Gabriel.

The four friends had a blast because it snowed non-stop for days. During those days, Richard called his old job and told them he wouldn’t be coming back. Those days were magical, and the group of friends had never experienced anything so intense in the fresh snow.

The snow fell incessantly, and for over a week, every morning when they woke up, they found at least 60 cm of fresh snow.

“WOOLY” AND “T-DAWG” THE TWO CREATORS OF THE BRAND

After days spent snowboarding and having fun, the two non-conformist American guys decided that the time had come to create something new. The idea of creating a brand was very strong and real for the two friends. After returning home from their trip, Richard quit his job to go snowboarding again, and at the same time, the projects moved forward, and the two friends became increasingly convinced that they would soon achieve something great.

The following spring, the two began to set in motion the launch of the brand that would revolutionize the world of skateboarding, snowboarding, and surfing. They quickly came up with a name for the brand. Shortly thereafter, the logo was created, representing a black and white diamond. From that moment on, Volcom stone came to life and began its first steps toward global success.

VOLCOM stone CALIFORNIA AND THE FIRST STEPS

The two friends’ idea was to find and create a brand that brought skateboarding, snowboarding, and surfing together under one roof. It wasn’t easy at the time because the United States was in the midst of a recession with the Gulf War raging.

In addition, there were frequent clashes between protesters in the city of Los Angeles, and the climate was not the most favorable for starting a business.

The two did not give up and believed that big changes would come soon.

Richard’s father provided €5,000 to start the extraordinary adventure of the two young men who had no intention of abandoning the project.

Volcom’s philosophy has always been rebellious and counter-cultural. The company’s motto has always been ‘youth against the establishment’. The group of young people around the two founders of the brand consisted of famous and very hardcore riders. Volcom was born with a creative and unique streak that would allow the brand to become hugely popular in the years to follow.

Volcom has never compromised with anyone and has always remained original and unique over time.

YOUTH AGAINST THE ESTABLISHMENT

Volcom Stone has always maintained a rebellious and anti-establishment philosophy. The brand still retains its original style and has never bowed down or sold out to any global major. Skaters, snowboarders, and surfers finally united under the same brand, which grew over the years and created a hype around itself.

The first Volcom stickers were only given to pros who rode for the brand. The products were few and exclusive. This caused interest in the brand to spread virally.

The first professional skater sponsored by Volcom was Chet Thomas, who was one of the best skaters on the planet at the time. The brand also created a music label called “Volcom Entertainment,” which combined music with surfing, skateboarding, and snowboarding.

After the 1990s, the Californian brand had already become famous worldwide and was set to become even bigger and more extraordinarily core. Everyone around the world wanted Volcom clothing. Snowboarding, skateboarding, and surfing were united by a brand that brought all three sports together. The first Volcom flagship store opened in Los Angeles in November 2002.

Within a short time, the brand opened stores in various parts of the world, such as Hossegor, Paris, Bali, London, Tokyo, Lisbon, Stuttgart, and many other cities where the brand was in high demand at the beginning of the century.

VOLCOM LISTED ON THE STOCK EXCHANGE AND WORLDWIDE SUCCESS

After the early 2000s, the company’s success was so great that it was already worth many millions of dollars. In 2005, the company took the name Volcom Inc. and was listed on the stock exchange for the first time. Subsequently, in 2008, Volcom was acquired by the Electric Visual Evolution LLC group and consolidated its position as a leading brand in the market.

Volcom Stone shares were in high demand in 2013, and within a few years, the brand was valued at over €600 million.

Today, Volcom Stone has been bought and sold by the Kering group. During those years, the brand was also named Brand of the Year. In short, the Californian brand that started from scratch had reached the top of the world.

Volcom has always had a soft spot for music, art, fashion, and unbridled design. Music has always been an integral part of the brand. The music world was enthusiastic about the brand. Many American pop stars, models, and designers served as ambassadors for the brand, including Billy Edwards, Natalie Suarez, Jennifer Herrema, Elle Green, Stephanie Cherry, and others.

Volcom created a fantastic blog in the past where artists could freely talk about their experiences and their work. The brand has always been a repository of pure imagination and originality.

VOLCOM stone SURF THE ECO-SUSTAINABLE BRAND FREE ENVIRONMENT

Volcom has been the undisputed leader in surfing for years. For over two consecutive decades, the brand has set the trend in surfing and many other extreme sports. Volcom’s extreme approach to surfing is unique and inimitable. The brand supports highly recycled materials and has always fought to ensure that textile waste is kept to a minimum.

The use of recycled and eco-sustainable fibers has increased the brand’s global interest, and it still donates a significant percentage of its sales to combat drastic and unstoppable climate change and, above all, to keep our beloved seas clean.

The brand has created a special line of surfwear and clothing called the “V.co-logical series.” This line is not only beautiful and 100% recycled, but also donates 1% to protecting our planet.

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